Swaziland: Not true that Swazi beer is stronger than that of its neighbours

The widespread perception that beer brewed in Swaziland is stronger than that of its neighbours is false, Beverages Human Resources and Corporate Affairs Manager Sharon Maziya was quoted as saying by The Observer on November, 11.

“It’s just a rumour and we don’t know where it stems from,” she said. “All subsidiaries of SABMiller use the same recipe and monthly, we send samples to Johannesburg where they make sure there’s no difference. So, it’s not true that Swazi beer is different.”

Meanwhile, Beer Trade Marketing Manager Sanele Madzinane said the re-launch of Sibebe, a 100% local brew, came about after concerns were raised by consumers on the initial product.
She said consumers had complained that the beer had a high alcohol content so they had to go back to the drawing board and come up with a new recipe and repositioning strategy.

“Sibebe represents Swazi pride, people who are proud of who they are, what they are and their successes, but they never forget where they come from and their culture,” she said. “It’s the one and only truly Swazi beer and belongs to Swaziland.”

Madzinane said the company was planning to conduct more outdoor marketing of Sibebe to make the brand more visible. She said the idea was to reposition the brand so that it appeals to all classes.

Meanwhile, Maziya added that even though not much marketing had been done of the brand, since the re-launch Sibebe has been flying off the shelves and the company was struggling to meet the demand.

11 November, 2009